Post on 07-Apr-2017
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Better CopyAVOIDING COMMON MISTAKES.
A crash-course in identifying thecommon web copy mistakes, by SidecarCreative.
IntroductionAVOIDING COMMON MISTAKES.
Here's a truth bomb: you don't need tobe a professional writer to identify thecommon web copy pitfalls - you justneed to know what to look for...
...and we're about to show you.
BreakdownAVOIDING COMMON MISTAKES.
1) The About Us2) The Headline3) The Opening Paragraph4) The Body Copy5) The Language6) The End
The About UsAVOIDING COMMON MISTAKES.
It might be called "About Us" but it'smore about your audience, and makingthem feel something for your business.
- Keep it to 2 paragraphs.- Don't give a lecture, tell a story.- Be compelling (why did you really startthe business?)
The HeadlineAVOIDING COMMON MISTAKES.
On average, 8 out of 10 people will readyour headline, but only 2 out of 10 willread the rest.
- Does your headline offer a reward?- Does it convey a unique benefit?- Is it surprising, intriguing or compelling?(If not, rewrite it.)
The OpeningParagraphAVOIDING COMMON MISTAKES.
For the 20% of readers who make it fromthe headline to your opening paragraph,you'd better have something bloodygood to say.
- Present the problem/challenge.- Allude to the solution.- Explain how you can help.
The BodyCopyAVOIDING COMMON MISTAKES.
Yes, the bear is there to snap you backinto attention - just like good bodycopy. And yes, it's a very creepy bear.
- Serve up a mix of short & longparagraphs.- Use bullet points. Often.- Why is the product/service important?
The LanguageAVOIDING COMMON MISTAKES.
Compelling copy takes time and effort.Identify your brand's voice and use itthroughout your site.
- Write in the active, not passive.- Use your audience's language.- Provide clear direction for the reader toact on.
The EndW: SIDECARCREATIVE.COM.AU
Spend time on your copy. If you don'tenjoy reading it, chances are youraudience won't either.
If you are completely stuck, ask yourfriendly neighbourhood copywriter toaudit your website (or other marcoms) tosee what can be improved and fine tuned.